ANALISIS BRAND EQUITY I PHONE APPLE PADA MAHASISWAN UNJ

The title of this scientific paper is “Brand Equity Analysis on I Phone Apple in state of Jakarta University’s student”. D-III Marketing Management Study Program. Faculty of Econnomics. State of Jakarta University. In this scientific paper, the authors conducted a research to analyze the brand equity on smartphone products that became one of the leader on market in Indonesia, namely Apple. Respondent in this research is the student at state of Jakarta University on 2013 – 2015 class of 83 people which is a smartphone Apple I Phone users. The author uses descriptive analysis method to describe the streght of brand equity on the product. From the fourth dimensions of brand equity, it can be concluded that brand awareness, at the level of top of mind can be categorized strong, Brand Association can be categorized as strong, with the most powerful associationn is the association of sophisticated and secure, Perceived Quality can be categorized as good and Brand Loyalty can be categorized as strong because Brand Loyalty Pyramid has formed an inverted pyramid